https://www.facebook.com/dealeretraining http://dealeretraining.com/ http://automotivebdctraining.com Stan Sher, president of Dealer eTraining presented “The Evolution of the BDC” at AutoCon 2012. The session discussed how a BDC department needs to be structured and the keys to success. Stan also discussed the needs for various processes including internet lead management, incoming phone ups, unsold showroom follow up, retention, data mining, and more. For more information on how Stan Sher can help your dealership, contact him directly at http://automotivebdctraining.com

1. BDC Process Evolution
Stan Sher – Dealer eTraining

2. Agenda
• Understanding the BDC
• Why BDC Departments Fail / How to avoid the failure
• Discuss BDC processes dealers need today
• Effectively measure your results
• Set up an action plan to stay current

3. Who is Stan Sher?
• 10 years automotive industry experience
• Held positions in Sales, Sales Management, eCommerce and BDC Director
• 2007: Single point Honda dealer from 25 to 70+ /mo at $2,000/copy (Internet
Department Alone) *15% Closing Ratio
• 2010: Single point Nissan dealer in suppressed market from open to 90+ units/mo
(BDC Alone) at $2,700+/copy (Top 20 Nissan Dealer / #1 CPO Nationally)
• Dealer Association Speaker GNYADA/NJCar
• Writer for numerous industry publications

5. Understand The BDC
• Marketing department to drive opportunities
• Increase productivity (phone, email, social)
• Sole responsibility: Take marketing opportunities and
convert into quality showroom/service traffic
(Appointments)
• Follow processes to create and retain business using proper
follow up

6. Why BDC Departments Fail
• Dealer/Upper do not buy in to support efforts
• Middle management politics – Finger pointing
• No real action plan for success
(CRM/Training/Budgeting)
• False expectations = No accountability

7. Importance of Process

8. BDC Process
• Internet Lead Management (180 days)
• Incoming Phone Calls (180 days)
• Unsold Showroom Follow Up (5-10 days)
• Lease Maturity / Retention (9 Months)
• Equity/Service Opportunities (Varies)

9. What does an effective process
look like?

10. How to measure results

11. How to measure results
• Setup proper CRM reporting
• Make sure dealership uses CRM properly at all times…NO
EXCEPTIONS!
• Monitor communications with prospects
• Create benchmarks by using data provided by vendors, lead
providers, and OEM
• Maintain year over year and month over month reports

12. What to measure
• Analytics (Google, CRM, Vendor Reports, Budgets, etc)
• Internet Lead Quantity: Appointment Set -> Appointment Show -
> Appointment Sold
• Incoming Calls: Appointment Set -> Appointment Show ->
Appointment Sold
• Retention/Data Mining: Opportunities Contacted ->
Appointment Set -> Appointment Show -> Appointment Sold
• CRM Process Improvement (adjustment)

13. What to measure
• CRM Process Improvement (adjustment)
• Call Monitoring / Phone Training
• Create customer processes for monthly advertising plan to
include new phone scripts and email templates
(digital/traditional marketing)
• Sourcing in the showroom
• Sales Management

14. Setup Action Plan – Stay Current
• Continue to educate yourself
• Sales/BDC ongoing training
• Network with other professionals and learn from each
other
• Attend conferences like AutoCon
• Be compliant with OEM guidelines and think outside the
box to brand the dealership

15. Setup Action Plan – Stay Current

16. Contact Stan Sher
Web: www.dealeretraining.com
Facebook.com/dealeretraining
Twitter.com/stansher
Email: stan@dealeretraining.com
Call me: (732)925-8362